Research on the Influencing Factors of 90s Generation College Students' Willingness to Online Shopping

In this paper, post-1990 students for the study included University of Science and Technology of China, HeFei University of Technology and Anhui University. Based on the consolidated results of previous studies, factors which affect the willingness of online shopping of post-1990 students summarized as the point of view of consumer and online business. In perspectives of consumer, perceived useful, perceived ease of use, perceived price, perceived risk, personal trust tendencies are main factors. And Factors of network businesses are: web interface design, website service quality, shop reputation and network interaction. According to these nine factors, assumptions are made.